Beyoncé Knowles holds her newborn daughter Blue Ivy in a photo released earlier this year. (Ed Burke for via AP)

Beyoncé’s quest to trademark the name of little Blue Ivy Carter is alive and well — just slowed a little by the gold rush of folks hoping to mon­etize the hottest baby name of the year.

When the superstar and husband Jay-Z filed an application with the U.S. Patent and Trademark Office just days after their daughter was born Jan. 7, the wheels of bureaucracy seemed to turn unusually fast for the VIP couple: Officials quickly handed denials to rival entrepreneurs seeking to slap the name on perfumes and children’s clothes, noting that buyers might assume that the products were approved by the celebrity family. But one of the merchant still has time to appeal, so feds have put a hold on Beyonce’s application for now.

Meanwhile, the USPTO last week granted trademark rights to a Boston wedding planner, who’d operated under the name Blue Ivy since 2009 — but only for use in event planning. Since the Carters weren’t trying to get in on that particular field, the two trademarks didn’t conflict, contrary to widespread reports. What do the superstars want to use the name for? Well, skin care products, key chains, CDs, ring tones, eyeglasses, curlers, strollers, stickers, handbags. wallets, playpens, baby bedding, scrunchies, teething rings, soccer balls, and movies — among other things. Stay tuned.

Read earlier: ‘Blue Ivy,’ the trademark: Feds move fast on rights to Beyoncé and Jay-Z’s baby’s name, 2/3/12

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